CASE STUDY / EDIE PARKER
How Edie Parker grew welcome flow revenue 6x in 90 days
Edie Parker is a New York lifestyle and accessories brand built “for a good time,” known for lighters, bags, and home pieces designed to be shared and shown off. Their email was run almost entirely in-house, and it showed. FlowCandy rebuilt the retention system from the ground up, then handed it back for their team to run.
6x
Welcome flow revenue
in 90 days
154%
Growth in flow revenue
account-wide
3x
New subscribers,
while unsubscribes fell
INDUSTRY
Lifestyle & accessories
TIMEFRAME
90 days, start to
handover
FLOWS BUILT & REWORKED
12+
FLOWCANDY ' S ROLE
“[Placeholder — two to three sentences from the client on what the rebuild changed and what it's like running the system in- house.]”
Niki Sawyer
[Title], Edie Parker
THE CHALLENGE
A strong brand, held back by its email
Run by one person
Campaigns and flows were handled mostly in-house by a single person, so sends were inconsistent and there was never enough bandwidth to push the program forward.
Flows that ignored behaviour
The flows weren't built around how customers actually shopped. Nothing targeted real buying behaviour beyond the basics, and there was no path to move a customer from one category into the next.
A shrinking list
More people were unsubscribing than signing up, so the list was losing ground every month no matter what went out.
THE GOALS
Rebuild around behaviour, not guesswork
GOAL #1
Map the full customer journey, then rework the existing flows and build the ones that were missing.
GOAL #2
Capture more of the site's traffic into the list, lift retention, and put a clean Email Design System in place.
GOAL #3
Build all of it so Edie Parker's own team
could run it after we stepped away.
THE APPROACH
Rebuilt from the journey up
We rebuilt the account from the journey up, redesigning the opt-in to capture more subscribers, then reworking the core flows and building the missing ones, from the welcome series and abandonment flows to browse, back-in-stock, win-back, and post-purchase.
Each flow was mapped to a specific customer behaviour and built on a new Email Design System so every send stayed on-brand. Then we trained Edie Parker's team on the whole system, so they could keep running and scaling it in-house.
Emails Built
A few of the flows as subscribers received them, built on Edie Parker's Email Design System.
THE RESULTS
90 days later
New subscribers tripled
while unsubscribes fell.
154% growth in flow revenue
account-wide.
Retention up 14%
with more repeat customers after the rebuild.
Placed-order rate 2.5% → 7.2%
on the welcome series, six times the flow's revenue.
A custom Email Design System
built for the team to run in-house.
RESOURCES
Level Up
Edie Parker came to us at Level 2, with the basics in place but no real system behind them. They left with a full flow architecture, a cleaner list, and a team trained to run it. See where your account stands.
Journey Map
Every flow we built for Edie Parker
maps back to a real customer
behaviour, laid out in one place so the
next opportunity is always clear. See
how a journey map makes the next
move obvious.
Email Design System
Edie Parker's Email Design System keeps
every send on-brand and lets their team
build new flows and campaigns without
starting from scratch. See how an EDS
makes retention faster to run.
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